“I am optimistic for the years to come,” says Mr. Coquard, head of Industria, a Parisian print service provider with a passion for all things ‘tailor-made’ and right now on the verge of switching completely to digital printing. “There are fewer and fewer print experts within the customers we engage with. Our contacts are coming more often from higher up in their organizations, in marketing or communications, and they are facing broader challenges. They do not have a pure print problem but more a communications challenge. And those with a print problem alone often don’t know how to manage it.

So, if a print service provider can offer relevant communication proposals, ensuring top quality within the required delivery schedule and with a positive communication result (outcome), then there is definitely business to be made!”

Printing has not changed as rapidly as it could have, as new technologies based on toner and inkjet have worked alongside the older ones (offset, rotogravure, screen printing, flexography). It certainly has benefited from all the advantages brought by IT and software, whether in traditional or digital printing and finishing equipment (small and large formats), in process management or in marketing with multichannel or cross media communications. We shouldn’t forget the numerous embellishments now available for all technologies and in all markets. In short, the print impression has been transformed, re-muscled, adapted and developed, while meeting a fundamental, necessary trend for reduced environmental impact (control of rejects, less waste, better inks, sustainable papers, etc…).

Some traditional printers, albeit too few of them, go ahead and develop full digital departments or replace offset presses with digital models. But that‘s not enough, digital printing requires a change of mind: towards flexibility of operation, responsiveness, different management schedules, and real tailor-made service. It is no coincidence that major players in digital printing are often derived from smaller reprographic structures that already have

a ‘service culture’.

A period of transformation

Today’s commercial printing industry is characterized by the rise of digital printing, including inkjet printing, combined with significant modernization of traditional printing technologies. Offset is surviving thanks to technical advances: automation of calibration processes, reduction of waste, higher speed (20,000 sheets/hour), offset-digital hybrid workflow, offset-digital combinations in commercial, labels, packaging, binding with finishing equipment (as in digital). Workflow developments are seen in all areas and internet printing (web-to-print) is booming.

It is now possible to respond to customer-demands that could not have been met before, such as the printing of a single copy of a book, very short print-runs for brochures or documents as well as packaging and fully customized labels. The demand for long-tail solutions can now be met with digital printing offers from Canon, Domino, Fujifilm, Heidelberg, HP, Koenig & Bauer, Komori, Ricoh, Riso, Xeikon, Xerox, etc.

The search for the best price is giving way to the search for the most profitable service for the customer. ‘Print only’ is being replaced by ‘a universe with print in it’. From order to delivery, without sacrificing creativity, quality and overall print profitability. The key question becomes “what is the ROI (return on investment) of a print?”

Printed documents that can be de-materialized (into the non-physical) will continue to be de-materialized, so there’s only one way to remain in business profitably: by providing added-value and the related services. Customers no longer want to be told how it works, but what it does in terms of results (impact) and in this regard print must contribute (i.e. communicate effectively) when integrated within a

mix of media channels.

The return of print

Consumers are saturated with digital information. They can however be positively sensitive (receptive) to different communications that engage them in a

distinctive, personal way: invitations, brochures, books, photos, greeting cards, personalized documents using some of the advances in 21st century print: special colours (gold, silver, fluorescent, etc.), varnish, relief, new shapes, form-factors.

“We see a return of print, ten years ago it was cheesy, especially for young people, now you have to know how to mix print with other modes of communication,” adds Mr. Coquard. “We are rediscovering that a well-targeted print communication allows us to weave a link to customers”. This is echoed in other industries where there is also a return to ‘the physical’ e.g. Polaroid images in photo and the Vinyl album in music.

We are heading towards more automation of the print- production process – from receiving the order, managing the files to the shipping of the final print job. Customers want human proximity and fast turnaround time. These two requests are becoming more and more the key criteria for selecting service providers. But how to provide such capabilities when the client is miles away?

Raphael Ducos

As journalist, Raphael Ducos has witnessed the printing industry for decades. He today operates as freelancer. He was one of the first journalists to advocate for digital at a time where digital was the “print enemy”. He was right in many ways. Raphael has a talent to identify emerging industry trends – he predicted the consolidation

The article from drupa Essentials of Print.

The Polish version was published in January 2020 issue of "Świat DRUKU".